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Once again, Scott Brinker published his annual Marketing Technology Landscape Supergraphic for 2016. It’s awesome but I wonder, have we finally reached the tipping point of mar-tech overload? Let’s talk about the basics.

The old McKinsey notions about value delivery still matter. And the current discussions going on everywhere around customer experience certainly matter. But there’s one more thing we can layer on top of all that: let’s talk about customer engagement.

During the economic downturn of 2008-09, demand generation became a critical business challenge and marketing automation arose to meet that need. Today’s challenge is different. Marketing Automation is no longer a competitive differentiator. Customer Engagement is.

From The Archives

People often ask me, should I go to business school? Normally I get asked by people I just met, e.g. on airplanes, at conferences, etc. But lately I found myself getting asked by the sons and daughters of friends. What advice would I give them?